"Aristotle's Booty"
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How to Get People to Buy Anything

How do you sell a T-shirt, anyway?

I mean, nobody really needs one. Many places give them away as promotional items. And there isn't a shortage of them in the world. They aren't food, water, or shelter. They aren't essential. No one will die without one.

So why would anyone buy one of mine?

Those were the thoughts I wrestled with after artist Andy Dooley created a beautiful T-shirt design to celebrate my book, "Spiritual Marketing," becoming a number one best-seller on Amazon June 4th and 5th, 2002.

Now that I have a shirt, how do I sell it?

I rummaged through my brain as well as my library and stumbled across Aristotle. You may remember him. He was an ancient Greek rhetorician who created a four-point system for persuasion. That system has never been improved on in the last 2,000 years. In brief, his logical 4-step "arrangement" (as Aristotle called it) looks like this:

1. Exordium - A shocking statement or story to get attention.
2. Narratio - You pose the problem the reader/listener is having.
3. Confirmatio - You offer a solution to the problem.
4. Peroratio - You state the benefits of action on the solution.

This should look a little familiar to you. It's very similar to the classic advertising formula known as AIDA: Attention, Interest, Desire, Action.

Because of both of those formulas, most of my sales oriented writing follows along the easy path of answering these questions:

1. Are you getting attention with your opening?
2. Are you stating a problem the reader cares about?
3. Are you offering a solution that really works?
4. Are you asking the reader to take action?

Okay. You got that. But how does it help me sell T-shirts?

Well, let's see.

1. My opening has to grab attention. So what if I said something like,

   "How can you wear a painting that will increase your sex appeal?"

   Food, sex, and money are notorious attention-getters.

2. Now I have to state a problem. So maybe I can ask,

   "Are you tired of wearing ratty T-shirts from the local pub or grill? Wouldn't you like to wear something that makes you feel great---that reminds you---as well as the people who are attracted to you---to go for your dreams?"

3. Now I have to explain my solution.

   "Famous artist Andy Dooley, who has designed T-shirts sold at Disney World and around the world, has just created an original work of art. This art is beautiful, colorful, and charged with the feelings that attract prosperity, love, and healing---all the things you loved in the book, Spiritual Marketing."

4. To wrap up, I need to now ask for action.

   "You can only get this limited-edition, original work of art directly from me. Just see my website at www.mrfire.com and you'll see the T-shirt design. For every 3 shirts you buy, I'll send you one free. Sizes are Large and X-Large only."

Wow! I did it!

I spontaneously created a sales piece by following Aristotle's 2,400 year-old 4-step plan.

You can do this, too. For anything you want to sell, simply ask yourself these questions:

1. Are you getting attention with your opening?
2. Are you stating a problem the reader cares about?
3. Are you offering a solution that really works?
4. Are you asking the reader to take action?

Now go and make Aristotle proud!

ABOUT THE AUTHOR: Best-selling author and Hypnotic Copywriter Joe Vitale is the co-author of the brand new e-book, How to Write Hypnotic Joint Venture Proposals.